"Dem Lokaljournalismus geht es nicht gut. Verlage kämpfen seit Jahren mit Anzeigenverlusten, die Arbeitsbelastung nimmt kontinuierlich zu, immer mehr Redaktionen werden dichtgemacht. Dabei ist gerade Lokaljournalismus wichtig für unsere Demokratie. Community-Journalismus kann ein Weg raus aus dies
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em Dilemma sein. Kleine, unabhängige Lokalredaktionen, die ihre Inhalte zusammen mit der Community entwickeln, wieder auf die Menschen zugehen und sie einladen, ihre unmittelbare Umgebung mitzugestalten. Wie können wir die Community in unsere Recherchen einbinden? Wie bringen wir die Menschen dazu, uns auch finanziell zu unterstützen? Wie sieht ein diversifiziertes Geschäftsmodell aus? Und warum ist Marketing so wichtig für den Erfolg? Diese und viele weitere Fragen beantwortet dieses Buch, ergänzt durch Tipps und Best-Practice-Beispiele der Pioniere der Branche. Aufgaben am Ende jedes Kapitels bringen Gründende außerdem Schritt für Schritt ihrem Ziel näher, mittel- und langfristig erfolgreich zu sein." (Verlagsbeschreibung)
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"Die Schlüsselfragen für den Erfolg lokaler Nachrichtenmedien sind die folgenden: Lösen Sie ein Problem für ihre Zielgruppe? Identifizieren und füllen sie eine Nachrichten- oder Informationslücke für ihre Gemeinschaft bzw. Gemeinschaften? In diesem Bericht beschäftigen wir uns damit, wie Jou
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rnalisten Innovationen schaffen, um diese Fragen zu beantworten und ein neues lokales Medienumfeld in drei Rahmensystemen aufzubauen: im Journalismus, der die Nachrichteninhalte erstellt, in den Produkten und Erfahrungen, die diese Inhalte aggregieren, und in den Geschäftsmodellen, die den Prozess unterstützen. Diese Innovationen liefern einen tiefgehenden Journalismus, der in der Lage ist, die Aufmerksamkeit seines Publikums zu gewinnen und zu halten, und dessen Beitrag in dem Wert (oder dem Nutzen) der geteilten Informationen sowie in seiner Rolle bei der Gemeinschaftsbildung und im sozialen Kapital liegt." (Seite 5)
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"Sustainability is a key issue for local and community media in the Global South as well as the Global North, albeit in different ways. After identifying significant gaps in the sustainability literature, the article presents and discusses a taxonomy of ‘models’ – the relationships that arise
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around different dominant sources of revenue: commercial, patronage, state, donor and community. Although the models operate in all contexts, particular dynamics develop in situations of poverty and marginalization. Drawing mainly on literature from Africa and other parts of the Global South, it is argued that a broadly political economy approach surfaces issues of power and dependency in each model. The models serve as analytical tools that enable better understanding of the vulnerabilities of media for marginalized communities, where a lack of alternatives gives them disproportionately greater importance. Important new areas of research into issues of power in local and community media are suggested, including ways to reduce the vulnerabilities identified." (Abstract)
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"This report is meant to share the experiences and lessons of local media practitioners globally, and to build a community for networking and support. It’s about telling their story in their own voice – and helping all involved learn from one another. By talking to both new digital start-ups and
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traditional media in transition, this report identifies how media builders in different circumstances understand and meet the challenges they face. Comparing and contrasting experiences from different parts of the world provides both lessons that can be copied as well as warnings about the need to understand how different regional and national conditions impact success. From there, the report draws practical recommendations for news media leaders, for media support organizations, and for the IPI global network." (Introduction, page 4)
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"This book is about how to grow an independent media business, and we are perfectly aware that news publishing these days is not for the faint of heart [...] We ask: Is there a media business approach that is not primarily focused on the needs and wants of an advertiser, a funder or the journalists
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in the newsroom, but instead aims to meet the needs of all the individuals within the community served? Assuming there is, how does a news enterprise capture some of the value created for that community? We have three reasons to believe these are the right questions. First, social actors need reliable, decision-grade information and insight to thrive, and at our best, that’s exactly what we provide. Second, we are neither alone nor unique in the challenges we face – and firms in adjacent industries, confronted with similar forces, can and do succeed. Finally, in our work with hundreds of news enterprises in the US, Europe, Middle East and Asia, we have seen success stories within and outside traditional journalism. It can be done." (Introduction, page 8)
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"Local radio stations have mushroomed in Africa, including Tanzania, partly due to increased support from international donors. However, research results show that the lack of economic viability is a major constraint for local radio stations. They can hardly generate sufficient revenues from adverti
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sers to sustain the station. This leads to high turnover of staff due to low pay, low quality of content, and lack of capacity in serious programming. Based on a market model, the goal of this paper is to identify these problems from both a business and a journalism perspective and to find possible solutions. The results of this analysis show that a viable economic model in Africa requires simultaneous support for three different fields, (a) development of good content, (b) development of media management capacities, and (c) media research covering the extent and satisfaction of local audiences in order to develop local advertising markets that serve local media." (Abstract)
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"Examining experiences at a wide variety of community papers – from a 7,000-circulation weekly in West Virginia to a 50,000-circulation daily in California and a 150,000-circulation Spanish-language weekly in the heart of Chicago – "Saving Community Journalism" is designed to help journalists an
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d media-industry managers create and implement new strategies that will allow them to prosper in the twenty-first century. Abernathy's findings will interest everyone with a stake in the health and survival of local media." (Publisher description)
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"This report is based on an extensive analysis of several nonprofit news sites conducted by Community Wealth Ventures (CWV), a management consulting firm that focuses on innovative approaches to the growth and sustainability of nonprofit organizations. Knight Foundation commissioned the review as pa
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rt of its broader programmatic efforts to explore how journalism that informs local communities and holds institutions accountable might survive and thrive in the digital age. The study examined the state of eight organizations in 2009 to early 2010 with particular emphasis on social impact, business strategy, economic viability, adaptability and capacity – all components of long-term sustainability. The sites reviewed were The Bay Citizen (San Francisco), Crosscut (Seattle), MinnPost (Minnesota), New Haven Independent, St. Louis Beacon, The Texas Tribune and Voice of San Diego. An eighth site, Chi-Town Daily News, closed in 2009 while the study was under way." (About the report)
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"The findings of the research reflect two overarching concerns: training content and training delivery. It is a central finding of the research that financial skills are required by the sector. Related to this is the need to encourage professional attitudes, processes, and systems within the sector.
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It is necessary to manage the business in a professional manner in order to gain the support of the community as well as advertisers. Such support contributes to the sustainability of the business. In terms of delivery, on-site training, mentorships and information exchange are emphasised because of the managers’ time and resource constraints. While accredited, theoretical training is perceived as important and worthwhile, participants emphasised the importance of experiential training. The research concludes with a detailed outline of a new qualification the SPI will be seeking to register which will enable it to make a contribution to the small independent community newspaper sector. The research has encountered one central obstacle. The sector is characterised by competition and lack of resources, thus managers are not able to leave their businesses for extended periods of time, and do not always answer telephone calls or emails that are not an immediate priority." (Executive summary, page 2-3)
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"This sourcebook places its focal point on participative marketing, which is defined as "making full use of all available channels to improve the communication between an organization and all the groups and people it has relationships with." The first chapters give an introduction to marketing in ge
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neral and to marketing strategies for local radio stations in particular. It is followed by findings on radio audiences, which discuss when, where and why people listen to the radio. Dennis List describes the "three legged model of funding" that regards listeners, large funders like governments or NGO's, and advertisers as sources of income for local radio stations. Exceptionally useful are the chapters concerning funding from listeners, and about on air and off air marketing, containing suggestions for local events, organised by radio stations, and for non-radio services which local radio stations could easily offer. This is one of the very few publications on marketing for local radio stations and, although it is not specifically aimed at radio stations in developing countries, it can be useful for a number of radio stations from these parts of the world." (commbox)
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